Homewares in France

2020 IMPACT

Home seclusion trend has overall positive impact on homewares in 2020

Overall, homewares registered positive current value growth rates, although polarising trends influenced individual performances within the category in 2020. The home seclusion trend as a result of pandemic-induced lockdowns and movement restrictions meant that many consumers took to cooking from scratch, particularly with remote working and studying measures in place, and the closure of eat-in foodservice outlets.

Modern grocery retailers strengthens leading position offering accessibility during lockdowns

The distribution of homewares is not as concentrated as it is for other categories within home and garden, with modern grocery retailers continuing to hold the highest value share in 2020. With homewares and home furnishing stores forced to close during the initial March lockdown, modern grocery retailers such as hypermarkets and supermarkets were able to gain further ground, offering a decent range of homewares of acceptable quality and price, in addition to accessibility when consumers did their weekly grocery shop.

SEB Groupe strengthens overall leadership in 2020, benefiting from increasing demand for cookware

SEB Groupe extended its leadership of homewares in 2020 due to its strength in cookware through its brand Tefal, especially ovenware with the latter recording impressive growth rates due to the home seclusion trend. Pyrex (International Cookware SAS) and Le Creuset was also beneficiaries of this trend, with all three brands recording impressive double-digit current value growth.

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